Improving Your Google Rank Talk


Thursday 29 October 2009 (17:00 - 20:00)

I will be speaking at a networking event at Burn Hall in York about how you can improve your website rank in Google. The event is free of charge and presents a great opportunity to network. For more information and to book your place please click here.

Importance of Website URL Structure



When developing a website it’s all too easy to focus on aesthetic design and content. These certainly are important factors but so, too, is the site’s strategy. How you construct your website URLs will have a direct operational impact, and this design aspect should not be overlooked.

On many websites, URL structure is determined by the web developer and could look, for example, like: [company name].net/ files.asp?id=12adbe456&session=wertybr. Compare this with the “Contact Us” page of AGUK’s website, which is located at aguk.net/contact/. This is a nice short and easy to understand URL. You may think the contrast insignificant but, take my word for it, the benefits of a simple URL structure are substantial. Here are some of the advantages.

Easier Inbound Links
You want to encourage visitors to link to the content on your website at every opportunity. This becomes even more imperative as users share links on websites such as twitter, FaceBook and other social networking systems. If your URL is too long it makes it difficult to paste into these applications. Worse still, if your website relies on user sessions within the URL, (your developer will understand this but it is basically to track and identify visitors), then it may be impossible to link to a sub page on your website.

Simpler to Describe
If you are referring someone to the page they need on your website, whether over the phone or in person, it is much easier to describe a simple URL than one that contains a lengthy and complex string of letters and numbers.

Better Search Engine Results
Creating a URL structure where the page address also describes the content can improve your search engine rank. We have previously covered the topic of SEO, which can be accessed through our Blog.

Search Engine Optimisation Companies


Your business website is live. It's up and running and exciting, but is it performing? Is it attracting site visitors? A good ranking with the search engines will undoubtedly help, and the way forward may be a Search Engine Optimisation (SEO) company. But how do you know who to choose and whether you will get value for money?  We lift the lid on SEOs.

What They Do

Any worthwhile SEO will examine your website and consult with you to understand your business objectives. To be number one in Google for your product or service may be your primary goal, but how realistic is it?
 
A good SEO will explain your chances in attaining a high ranking, and explore the possibilities in achieving this. But be forewarned.  If your product or service is broad ranging or not bespoke, you are unlikely to get the top slot.  That said, your SEO consultant should discuss the achievable goals with you, and then devise the strategy to attain them through "optimising" your website structure and content.  In other words, fine-tuning your website's software code for a better search engine performance.

Danger Signs

When sifting through SEO companies, alarm bells should ring if they:

  • quote a price before looking at your website
  • discuss building externally hosted "gateway pages"
  • show no interest in what your company actually does
  • offer a flat fee package with specific "site tweaks"

SEOs that do this are generally "volume consultants" undertaking little work for the money paid and relying instead on a large volume of client turnaround. They are unlikely to add value to your business or work with you for the long term.

Our SEO Tips

When speaking with an optimisation company talk to the actual SEO consultant, not a sales person.  The latter only sells their services to drum up business. The consultant will give you realistic expectations, and should be able to advise you on all aspects of Search Engine Marketing (SEM). This may include paid listings for short-term results over investing in a long-term SEM strategy.
 
SEO is an unending process so expect to engage a consultant for a number of months, if not years, for the ongoing results you require. The process is constantly evolving and what works today probably won't in six months' time.
 
When it comes to SEO, patience and planning pay off. Optimisation requires a tactical approach you need to plan for.  It can take months before you see results, so be prepared. If you want to rank in the search engines for a particular sales period or time of year, think ahead.  If you are aiming for Christmas, then start your SEO planning now.
 
A well-rounded SEO should highlight all this to you before commencing any work. Depending on the contract, fees may be on an hourly rate for an ad-hoc arrangement, or charged for an ongoing service.  Finally, when you find the right SEO consultant, stick with it.  Remember, patience and planning pay off.